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Unata Mobile ROI Case Study
description
Transcript of Unata Mobile ROI Case Study
achievingmobile ROIfor in-store retail
Objective: Launch mobile apps that deliver the same customer intimacy that made Longo’s successful
Longo’s Family, 2012
Achieve Competitive Differentiation
Engage Current Loyalty Members
Drive New Member Acquisition
Gather New Forms of Customer Data
Leverage Data to Cut Other Costs
Drive Increased Loyalty & Spend
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Targets for achieving ROI
How Unata measured ROI
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Connected mobile experience to loyalty program • Members could “log in” with loyalty card / create account
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Connected mobile experience to products & promotions
Tracked all mobile behaviour; connect to purchase event
Measured behaviour changes & influence of digital on basket
Benchmarked changes against non-digital users
Didn’t launch an app. Implemented a platform.
• Launched July 23, 2013: iPhone, Android, Web in Nov
• Integrated w/ Longo’s systems in 3 months
• Connected to Longo’s Thank You Rewards Program
• Each shopper’s content is personalized by Unata’s platform, based on purchase history
• All users behaviors tracked by Unata’s platform
Automated Personalization
Engine
Longo’s CRM
API & Cloud DB
Longo’s ERP, POS
Content Management
SystemAnalytics Engine
Platform Implementation
Loyalty • Scan card off
phone
• Points balance
• Points needed to earn next reward
List • Create list from
full inventory & prices
• Sort by department
• Personalized recommendations
• All interactions tracked
Incentives • Earn points for
downloading app, rating purchases
Personal Flyer • Products on sale
that the shopper has previously purchased
• Relevant specials based on their purchase history
Weekly Push Notification
Alerts the shopper that their personal flyer has
been updated
Sent every Friday
Highlights the number of
items on sale that the user has previously
purchased
Continuously improving experience
Access personalized
content via app
Make purchase with loyalty card
Personalized content automatically refreshed
Purchase data linked to mobile data, compared to other shoppers
Achieving ROI: 6 Different Ways
ROI 1. Achieve Competitive DifferentiationThe Longo’s Mobile App is the only Canadian mobile app that:
• Is connected to the full catalogue and all specials (not just the flyer)
• Has a personal flyer, personalized recommendations, access to user’s purchases
• Allows users to earn points for digital behaviors
2007Average Loyalty MemberMobile Loyalty Member
Monthly Spend
41% higher
ROI 2. Engage current members
+6% higher retention
Longo’s most valuable shoppers want to engage via mobile.
Mobile shoppers spend more per month, and they have higher retention rates.
60+ 5%
50-60 14%
40-50 26% 30-40
33%
20-30 19%
0-20 3%
Male 37%
Female 63%
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ROI 2. Engage current membersMobile Gender & Age Distribution consistent with loyalty program
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> 0.5% of total loyalty spend
ROI 3. New member acquisition
13
of mobile logins are new members to the loyalty program
what customers do !
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when & where mobile sessions happen !
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impact on purchase !
ROI 4. New Customer Data
48%
21%
31%Within 1hr of purchase1-24hrs before purchase> 1 day before purchase
Avg of 2 mobile sessions before each purchase
32% viewing personal flyer
39% rating products
54% creating SKU-based lists
• Lift in spend / loyalty arising from each feature, app section • 45% of items added to the list are purchased; other 55% stored for
analysis, and to be used to improve targeted offerings
60% previous purchases
51% recommendations in list
31% personal flyer
Add to List conversion to purchase by section
ROI 4. New Customer Data
The success rate of an item being added to the mobile list and subsequently purchased at POS varies based on where within the app the item is added. !
This data can be used to enhance under-performing sections, and change the mobile design / UX to make high performing sections more easily available / usable, driving incremental business.
ROI 5. Leverage data to cut other costs• Adjust flyer production at select locations after hitting mobile targets • Decrease production of plastic loyalty cards & supporting mailings • Leverage customer product ratings from mobile app to enhance merchandising;
454,272 product ratings have been submitted since launch across 18,096 items
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2007
5.7%
-0.3%Average Loyalty MemberMobile Loyalty Member
Spend vs. Previous 4 Months Jul 23 ’13-Nov 23 ’13 VS. Mar 23 ’13-Jul 22 ’13
ROI 6. Increased loyalty & spend
Mostly driven through increased frequency of visit
Mobile Loyalty members are spending 6% more than they did before the mobile app launched
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2007
6.2%
-1.4%Average Loyalty MemberPersonal Flyer User*
Lift per Avg Transaction $ vs. Prev 4 months
Personal Flyer driving spendMembers who view the Personal Flyer within 6 days of their next purchase spend more per transaction than they did before adopting the mobile app
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2007
11.4%
-1.4%Average Loyalty MemberMobile List User*
List Users spending more
Lift per Avg Transaction $ vs. Prev 4 months
Members who made a digital shopping list within 6 days of their next purchase spend more per transaction than they did before adopting the mobile app
of products added to the list and purchased
10% had never been
purchased by the shopper
Goes great with...
The mobile app has the power to influence the basket mix; it exposes shoppers to products that they never
purchased in the last 12 months that result in a purchases
Achieved Competitive Differentiation
Engaged Current Loyalty Members
Drove New Member Acquisition
Gathered New Forms of Customer Data
Leveraged Data to Cut Other Costs
Drove Increased Loyalty & Spend
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How Longo’s achieved ROI
488 Wellington St W, Suite 300
Toronto, Ontario
(416) 479 0775